1 of 3
2 of 3
3 of 3
In 1984, President Ronald Reagan created the ultimate dairy lover’s holiday by declaring the third Sunday in July National Ice Cream Day. In fact, he dedicated the entire month to the sweet treat, and said it should be observed with “appropriate ceremonies and activities.” Next week, Serendipity (8130 Big Bend in Webster Groves) will follow the former president’s orders with a full week of flavorful festivities celebrating 10 years of serving the classic American dessert.
Beckie Jacobs satisfied every Webster Groves resident’s sweet tooth when she opened Serendipity Homemade Ice Cream in the heart of Old Orchard a decade ago. Actually, Jacobs had no idea the opening of the shop coincided with National Ice Cream Day, and in fact, its opening was delayed to that date because of her father’s death. “It was a serendipitous coincidence,” she said.
Now, the sweet shop has invited the community to join in a weeklong anniversary celebration kicking off on Monday, July 15, featuring free stuff, trivia, and live bands.
The hometown ice cream parlor is known for its ever-changing menu and a diverse selection of flavors ranging from traditional butter pecan to Vermont Maple Walnut and cantaloupe. Its desserts can be found in more than 100 restaurants across St. Louis. As part of its upcoming revelry, the shop will reveal a new flavor on July 14, chosen entirely by customers (right down to the name). So far, salty caramel ice cream with chocolate-covered caramels is in the top spot.
Tuesday through Thursday, the ice cream parlor will donate 10 percent of all purchases to local charities—Operation Food Search, Food Outreach and Gateway to Hope, a breast cancer support organization—“because they’re all locally created and locally focused charities that run here in town,” Jacobs said. “The money stays in town and they serve populations that are in great need.”
The Big 10th Celebration will be Friday, July 20, from 7 p.m. to 10 p.m. The following Saturday, Serendipity will be celebrating National Ice Cream Day in style with hourly specials all day long, old-fashioned beanbag tosses, water balloon games and a visit from Silly Jilly the Clown (left). To learn more about Serendipity and its 10th anniversary schedule of events, visit serendipity-icecream.com or the eatery’s Facebook page, facebook.com/serendipityhomemadeicecream.
